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In order to establish that Blenders Pride Fashion Tour is one of the largest such events in the country, the company has installed dummies of models sitting on branded boxes on the conveyor belts in the Hyderabad airport.
The innovation, planned and executed by Platinum Communications, attempts to establish Blenders Pride Fashion Tour as one of the largest such events in the country. It involves branded boxes with one dummy of a model sitting on each box, placed on conveyor belts in the Hyderabad airport. A display on the screen says, 'Clothes and Accessories BPFT 2012' and 'Make the World a Stylish Place'.
However the OOH campaign was spread over the other major cities too, which include Mumbai, Chandigarh and Bangaluru.
The client brief to the agency was to highlight and establish the fact that Blenders Pride Fashion Tour is India's largest fashion property. It added that since the audience's attention span on outdoors is short, the creative should make the most of it to grab attention and generate conversation about both the innovation and the brand.
The innovative use of ambient media at the airport pleasantly surprised consumers, some of whom thought the dummy to be a live model.